This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges. View Summary

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.

Teas are the hero range for Fortnum & Mason and with main competitor Harrods benefitting from its strong position as a tourist attraction, Fortnum & Mason needed to reinforce their authority in premium specialty tea.

The entire range of specialty teas was redesigned using fully printed, colour-coded tins to create distinctiveness and reflect the brand's renowned attention to detail and quintessential Englishness.

The redesign stimulated an average overall 103% increase in total like-for-like range volume sales.

This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK. View Summary

This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK.

Rising consumer awareness of the negatives of a high sugar diet resulted in a declining market share of fizzy drinks mega-brands and the opportunity for health-focused brands to achieve growth.

The health drinks market, however, was an intimidating landscape for any new product.

The brand identity of Vivid integrates the word Vivid with an outline of an active head in order to evoke the benefits of matcha tea as a healthy mental boost.

The results have seen Vivid become the bestselling tea drink in the UK, with £600k retail sales and listings in a broad range of the biggest names in healthy living.

3

Kraft tackles advertising's data integrity problem

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Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem. View Summary

This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem.

As third-party data is typically nowhere near as accurate as brands have generally assumed, the firm is making greater use of first-party data from its diverse range of assets.

Tackling ad fraud is a major priority, and involves building or identifying solutions relating to subjects such as viewability and frequency.

Changing the metrics traditionally utilised by the ad industry is a must, with creating a trustworthy form of single-source data the longer-term objective.

Business increased by 38% in a scenario where there had been three straight years of decline, while penetration, 'total cups consumed', 'impact on consideration' and trials also improved significantly.

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning. View Summary

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.

Tea was well-established as a part of people's daily routine, whilst coffee was not.

The younger generation enjoyed an active nightlife that resulted in difficulty waking up, creating a natural entry point for coffee and its functional benefit as a stimulant.

A 'morning song' was created and released via teaser digital and PR work; it was then used across TV, radio and mobile ads.

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan. View Summary

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.

'DigiViduals' searches social media content that will bring a target group, attitudinal segment, trend or brand persona to life.

The example explores how coffee consumption is changing in Japan, creates two coffee drinker personas, identifies the key themes and insights around coffee consumption and uses these themes to develop concrete inspiration for marketing communications and product development.

The paper also looks at how using the same tool, but without good client-agency communication and set objectives, will not provide results.

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales. View Summary

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales.

Dare was a successful brand but under pressure from competitors eager to gain back market share, and needed to grow the brand to offset pressure in Lion's dairy business caused by price increases.

The brand could not own the 'coffee hit', as this was also associated with other brands, so it decided to focus on helping people to be mentally switched on, building on insight that showed people - particularly men in their late 20s - were feeling under pressure.

Ads brought the concept to life by featuring jumbled phrases and scenarios which are eventually corrected with a 'Dare'll fix it' endframe.

This was extended through paid search, with the 200 most commonly mis-spelled terms included in the media buy.

I will tell you what they want, what they really, really want: Discovering new product development opportunities via social media

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Annie Pettit, ESOMAR, Digital Dimensions, June 2014

This paper develops a standardised method for using social media listening to generate ideas for new product development (NPD). View Summary

This paper develops a standardised method for using social media listening to generate ideas for new product development (NPD).

The idea generation phase of NPD usually relies on two trusted methods - surveys and focus groups - but these both have flaws.

The internet has broadened the tools and strategies available to market researchers, but social media listening remains under-utilised.

A standard method for social media listening is developed, from which word clouds can be used to identify key issues.

Verbatims can then be looked at more closely to generate specific, actionable insights that can translate into new product ideas.

14

Gevalia Kaffe: Upgrading America's everyday cup of Joe

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Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Gevalia, a Swedish coffee brand, launched new lines in the US by using a premium positioning compared to the existing mainstream brands. View Summary

This case study describes how Gevalia, a Swedish coffee brand, launched new lines in the US by using a premium positioning compared to the existing mainstream brands.

Gevalia needed to build awareness and trial to support several new product launches against the threat of Starbucks, the country's biggest brand, which was also targeting the same premium consumers.

Against Starbucks' ubiquity, Gevalia took the opportunity to position as a premium alternative to the ordinary; creative played on the term 'cup of Joe' to mean coffee, offering a 'cup of Johan' instead.

Trial increased by more than double, with strong conversions to repeat buys, and sales grew against a category decline.

15

Taking mobile to the max in Asia: Its untapped potential to yield consumer insights into the product experience

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Andrew Steel and David Rao, ESOMAR, Asia Pacific, Jakarta, May 2014

This paper discusses how mobile research can be used in product testing in Asia to provide more reliable insights. View Summary

This paper discusses how mobile research can be used in product testing in Asia to provide more reliable insights. Product testing is an important part of pre-launch research which allows marketers to develop the product's positioning. However, research in China is usually conducted through interviews which ask the respondent to recall product features. Mobile research in this area provides distinct advantages including understanding whether perceptions of a product have changed over time or with use, and providing better discrimination between drivers of performance. Mobile research is also found to have increased respondent engagement, providing more robust feedback.

16

Nescafe: The Value of 2.7 Million

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Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014

This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output. View Summary

This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output.

This included creating relevant and real-time content, allowing fans to customise pages, co-creation and collaboration with fans, and a rewards system.

As a result, the brand became the top Facebook brand in the Philippines with an engagement rate of 8.55%.

Fans had high scores on various brand metrics, with fan retention goals exceeding target.

17

Nescafe: Conqueror of the coffee lover's hearts

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Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014

This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions. View Summary

This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions.

The content strategy was based on the idea of 'coffee moments', and used to promote a range of products.

It was also adapted to include references to news.

The fan page became the biggest coffee brand page in Poland, with over 150,000 fans leading to 280 million contacts with users.

18

Dunkin' Donuts and its branding dilemma

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Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014

This event report discusses how Dunkin' Donuts, the American quick service restaurant chain, has tackled a major challenge: moving beyond the confines of its name to become recognised in other categories, especially coffee. View Summary

This event report discusses how Dunkin' Donuts, the American quick service restaurant chain, has tackled a major challenge: moving beyond the confines of its name to become recognised in other categories, especially coffee. As the firm has expanded across its home country and internationally, donuts have been recast as an unhealthy food by many shoppers. At the same time, the coffee sector has been booming, and Dunkin' has exploited this trend by situating itself in the space between Starbucks at one end of the spectrum, and convenience stores at the other. Continually developing its menu, a process aided by increasingly sophisticated analytics capabilities, has also been crucial. Looking ahead, the organization is focusing on four major groups to drive a new wave of growth: millennials, value-seekers, healthier eaters and Hispanic shoppers.

19

Twinings Green Tea

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Design Business Association, Silver, Design Effectiveness Awards 2014

This case study describes a packaging redesign by Twinings, the tea company, which sought to enhance the brand's leadership position in the green tea category with a modern and confident design. View Summary

This case study describes a packaging redesign by Twinings, the tea company, which sought to enhance the brand's leadership position in the green tea category with a modern and confident design.

A clean, simple design incorporated the suggestion of the tea's far east origins, and the product relaunch included the introduction of a premium level to the range.

Twinings Infusions: Helping Twinings infuse the category with a sensational new taste

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Design Business Association, Bronze, Design Effectiveness Awards 2014

This case study describes a product range relaunch by Twinings, the tea company, which increased sales by creating a more streamlined range with simpler visual segmentation of products. View Summary

This case study describes a product range relaunch by Twinings, the tea company, which increased sales by creating a more streamlined range with simpler visual segmentation of products.

The tea infusions range was large and confusing on the shelf, and Twinings wanted to change this in order to take advantage of rising health-consciousness.

Within a common design structure, individual products were given bold designs with bright colours, allowing the range and the individual products to stand out on the shelf.

As a result, a high price point was able to be adopted, generating a value sales increase of 22%, and a volume sales also increase of 14.1%.

21

Twinings Whole Leaf Silky Pyramids

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Design Business Association, Silver, Design Effectiveness Awards 2014

This case study demonstrates how Twinings, the British tea brand, held onto its market leader position in the loose-leaf tea market by replacing the struggling 'Tea Deli' range with 'Whole Leaf Silky Pyramids'. View Summary

This case study demonstrates how Twinings, the British tea brand, held onto its market leader position in the loose-leaf tea market by replacing the struggling 'Tea Deli' range with 'Whole Leaf Silky Pyramids'.

A range of quirky, visually intriguing designs were created for the range's packaging and to aid navigation the range is divided into three distinct blend-types and the focus of the design was to communicate the intense flavours.

The new 'Whole Leaf Silky Pyramids' range were worth £471,000 after 36 weeks in stores and the cumulative growth path has been steady, forecasting constant growth rather than sales driven by initial buzz.

22

Look Mum No Hands! cafe branding

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Design Business Association, Bronze, Design Effectiveness Awards 2014

This case study describes how Look Mum No Hands! (LMNH), a cycling themed coffee shop and workshop in London, created a new brand identity to establish this new business. View Summary

This case study describes how Look Mum No Hands! (LMNH), a cycling themed coffee shop and workshop in London, created a new brand identity to establish this new business.

The design solution was simple, relaxed and creative, successfully avoiding an exclusive tone.

As indications of success, turnover and profit exceeded expectations in the first three months, with per outlet turnover ahead of leading chain rivals, 1 in 5 people in the local vicinity recognise the brand identity without mentioning the name, and 20% of customers are not cyclists.

23

How Starbucks balances automated and human insights

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Stephen Whiteside, Event Reports, NRF Big Show, January 2014

This event report discusses how Starbucks, the coffee house chain, is balancing automated tools and more traditional forms of insights-gathering as it seeks to consistently improve the customer experience. View Summary

This event report discusses how Starbucks, the coffee house chain, is balancing automated tools and more traditional forms of insights-gathering as it seeks to consistently improve the customer experience. When testing the impact of innovations like new services and systems, the firm has utilised video analytics – a process using cameras capable of monitoring waiting times, movement and engagement – to track positive or negative results in test stores. But while this information is extremely useful, it must be combined with in-person observation and qualitative research, because relying on quantitative data alone is never sufficient.

24

How PepsiCo made progress in Vietnam

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Low Lai Chow, Event Reports, AdAsia, November 2013

This event report discusses how Suntory PepsiCo - a joint venture between the Japanese and US firms - is making headway in Vietnam. View Summary

This event report discusses how Suntory PepsiCo - a joint venture between the Japanese and US firms - is making headway in Vietnam. As the competition to serve the country's expanding consumer class has grown, so has the need to launch innovative and differentiated products. In response, Suntory PepsiCo has rolled out offerings ranging from oolong tea, which exploited a clear gap in the market, to strawberry-flavoured energy drinks, in a move opening up the category to female buyers.

25

Boost: Winning through (gamified) performance

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Sushobhan Chowdhury, Warc Prize for Asian Strategy, Entrant, 2013

This case study explains how Boost, GlaxoSmithKline's energy drink brand, used a tie-up with McClaren Mercedes to target consumers aged 8-24 in India with an online game. View Summary

This case study explains how Boost, GlaxoSmithKline's energy drink brand, used a tie-up with McClaren Mercedes to target consumers aged 8-24 in India with an online game.

After finding that children most frequently used the internet for playing games, the campaign used online ads and social media to direct consumers towards a game which integrated the brand with racing car driving.

This led to increased social media engagement with the brand - a previously under utilised channel - and an increase in sales.